Williams strikes new partnership deal with Financial Times

Williams has announced a new sponsorship deal with the Financial Times newspaper. The deal will see FT logos appearing on the Williams cars from Baku onwards.

"I am delighted to announce the Financial Times as an Official Partner to ROKiT Williams Racing,” Williams deputy team principal Claire Williams said of the announcement.

“In only a few short years, the landscape for marketing and brand exposure has changed significantly for all sports, including Formula 1.

“The opportunity to collaborate with the FT to embrace these new forms of media and digital opportunities is hugely exciting for both our team and our existing partners, and I am looking forward to seeing how the partnership develops.”

David Buttle, Financial Times Global Commercial Marketing Director added that the new partnership would be a "complimentary" venture, with two British brands joining forces.

“This is a hugely exciting partnership between two iconic British brands, both operating globally and at the forefront of their respective fields.

"The innovative structure of this deal will both extend the FT's brand and bring together complementary commercial assets and capabilities.

“We’re pleased to announce this at a landmark moment for both the FT - which recently secured its 1 millionth paying reader - and Formula One - which just held its thousandth race, in Shanghai."